May 14, 2013
Four Steps to Smart Charity Public Relations
Ronn Torossian, NY PR expert and CEO of 5W Public Relations, gets down to the basics with some of the foundational steps to charity PR that many people miss.
#1 – Simplify the message
Your organization can be about many things. You can help lots of people and invest in a variety of different good works. But, when communicating that message to potential donors, your message needs to be simple, concise and easy to understand. The idea here is to create a charity PR message that can be immediately understood and, most importantly, visualized by your ideal donors. When they can visualize the message, they will be more likely to give.
#2 – Communicate the message across a variety of media
Your potential donors will come from a wide spectrum of backgrounds and should be able to interact with your organization in a variety of ways. No single approach will work with all donors. Charity PR is simply not one size fits all. 5WPR specializes in a multimedia PR approach for that very reason.
#3 – Recruit volunteers
You can’t just ask them. For volunteer recruitment to work as it should, you need to be on point with your message, and it must be delivered to the right people. When you recruit volunteers, focus first on those most likely to not just serve willingly, but also bring others into the cause. As Elie Hirschfeld, a prominent donor always says, a persuasive message is not good enough. It must be “sticky,” a message that compels volunteers to spread the word.
#4 – Teach them to share the message
A compelling message is not enough. The final necessary step is to instruct your volunteers on HOW to share the message. This can be made easier if your charity PR message follows the “simple” and “easy to share” rules. Brief sound bites that can be quickly understood and make the right emotional connection.
While 5WPR recommends all of these steps, Ronn Torossian stresses that these steps alone are just the beginning. They are the foundation of a campaign, not the campaign in itself. Each step should be planned, prepared, weighed and measured before it is put into action.
For help with your next charity campaign or to get advice on your nonprofit PR, click here for more information from Ronn Torossian.